Nydree to launch flooring products with Woodura® technology in America

Viken, Sweden -

Välinge is pleased to announce that the flooring manufacturer Nydree Flooring will launch flooring products using the patented Woodura® surface technology on the North American market.

The products will be manufactured in Sweden by Välinge Innovation and distributed by Nydree as the Maverick collection. Nydree’s Maverick collection will initially consist of seven oak-based UV-finished products. 

Nydree has been a producer of wood floors since 2001 and is known for its acrylic infused engineered wood flooring. The patented Woodura technology will be a great complement to broadening Nydree’s product range and target new markets.

“We chose to distribute a floor using Woodura technology because it fits perfectly into our brand focus of high performance. It also allows our client base to specify a Nydree branded product in spaces they have not been able to in the past, such as hotel guest rooms, condominiums, apartments, and other areas where speed of installation, performance, and a value-oriented price point are all important.  The combination of real wood, high performance and an attractive price point check all of the boxes for today’s market demand for natural materials,” says Jason Brubaker, VP Sales & Marketing of Nydree Flooring.

The Maverick collection featuring Woodura was launched in May 2019 and will be sold through Nydree sales representatives to the architecture and design community, but also to hotel owners, multi-family developers, and commercial flooring contractors.

"We are very happy to have Nydree as our first distributor of flooring with Woodura technology in North America. The product is a perfect fit in Nydree’s portfolio and proves that there is a great potential for a wide, single tile plank and attractive price in the light commercial sector. We are expecting great success from the launch of Nydree's Maverick Collection,” says Lennart Thålin, Region Manager North & South America of Välinge Innovation.

About Woodura®
Woodura is a reinforced wood surface created by fusing a thin sheet of wood onto a wood fiber core through a powder mix layer. The powder mix perfectly fills up the natural openings of the wood thereby enhancing the wood appearance and creating a significantly stronger surface with hardness about three times greater than a traditional solid oak layer. 

About Nydree
Nydree invented the technology to infuse acrylic into real wood 1963, making it one of the most durable floors available.